New Trade Group Tackles E-Mail Lists
Daniel Felter, CEO of Opt-Intelligence Inc. and one of the founders of the new group, said the initiative grew out of the burgeoning market in selling e-mail lists gleaned from information that consumers provide when they register for Web sites. Revenues from referrals and lead generation came to $347 million--or 6 percent of all online ad revenue--in the first half of this year, according to a September report by the Interactive Advertising Bureau.
Many sites ask registrants whether they want to receive e-mail newsletters from third parties, but those sites don't all go about this process in the same way, Felter said. As a result, some users who sign up might actually be interested in receiving the e-mails, but others will send them straight to the recycle bin.
"Advertisers are starting to hear this buzz about online lead generation and co-registration," Felter said. "But I don't think they really understand how to go about it, and what processes they should focus on to make sure they get good, quality leads."
He added that requiring users to accept at least some e-mail offers as a condition of registration probably does not result in high-quality leads. "That, in our opinion, is not a very friendly user experience."
Other founders of the group are Stephan Pretorius, president of acceleration eMarketing; Chris Redlitz, president of Feedster; and Kitt Collier Odukoya, director of online marketing, EarthLink.
Recent Online Media Daily Articles
-
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ... -
Google Plans To Transition Brands Into Content-Driven Advertising May 16, 4:30 p.m.
Google wants technology to "step out of the way" as developers integrate it into everyday life. ...
Be the first to comment on "New Trade Group Tackles E-Mail Lists"
Leave a Comment